Gleason trying to boost symphony

Maryellen Gleason has a simple reason why she ended up as the executive leader of a symphony orchestra after years climbing the corporate ladder.

“I am very interested in two things — music and business,” said Gleason, who started her latest role Jan. 4 as president and executive director of the Milwaukee Symphony Orchestra.

“Interest” may be an understatement. She said she’s passionate about both.

Gleason comes to Milwaukee after eight years as president and chief executive officer of the Phoenix Symphony Orchestra, an arts group that was experiencing a number of financial, artistic and organizational challenges upon her arrival. Coming to the Milwaukee Symphony, shortly after the MSO reported a deficit of $2.3 million blamed on unrealistic contributed revenue expectations, is a virtual vacation for Gleason, who says the same challenges won’t face her in Milwaukee. With world-class director Edo de Waart at the helm, the orchestra’s artistic position is set.

“This is a much higher level of music-making,” she said.

Gleason hails from a musical bloodline from Boston. But while she played viola in the Harvard-Radcliffe Orchestra in college, it was perhaps her leadership in raising $184,000 for the orchestra’s trip to Europe in 1984 that demonstrated that her real strength was in the business realm. Throughout the years. Gleason’s career, primarily in telecommunications, saw her in some of the key marketing and account management roles for major telecoms like GTE and Qwest. She even exhibited success in sports management, organizing a relaunch of the GTE North Classic Senior PGA Tournament and serving as its tournament director from 1988 to 1991.

Such experience makes Gleason stand apart from her peers, said Milwaukee Symphony board chairman Douglas Hagerman. From the outset, the MSO was open to considering candidates with corporate experience to replace Mark Hanson, who is credited with helping the symphony balance its budget and luring top-notch talent before he took a similar post at the Houston Symphony a year ago. With Gleason, Hagerman said the MSO got that experience along with someone who’s a proven success in running an orchestra.

“We really didn’t have to compromise on either (preference),” said Hagerman, who called Gleason “an excellent combination of appreciation of artistic excellence and financial management.”

At the MSO, Gleason will be responsible for installing a sustainable business plan for the symphony, said Hagerman, who is senior vice president, general counsel and secretary of Milwaukee-based Rockwell Automation Inc.

In the business world, Gleason was not shy about implementing strategies that fell outside the traditional methods of doing things. That kind of thinking might be in play at the MSO, said Hagerman.

“She has a lot of ideas that go beyond the tried and true,” he said. “I think that’s a positive.”

It remains unclear exactly how Gleason’s style of management may exhibit itself in Milwaukee. But she suggested that some MSO relationships may be evolving as the symphony moves to leverage its relationships with the Marcus Center for the Performing Arts and the Florentine Opera Company. The MSO will work to expand its outreach and boost its public image and exposure among donors and ticket buyers.

“We need to do a good job of telling our story here,” Gleason said. “Our art is dependent on a pretty large group of people working together over a very long period of time.”

Judgment Calls

Hard work: At Phoenix Symphony, Gleason helped drive a doubling of revenue to $12 million, increased seats sold to 73 percent in 2010 from 50 percent, and built the symphony’s annual fund by 79 percent.

Tough work: Facing significant drops in contributed revenue at the PSO, she negotiated musician contracts that included 17 percent pay cuts, similar to cuts taken by all PSO staff.

True Confessions

Harvard diploma: Gleason plays down her Harvard University education, received after attending Harvard Night School, which she notes on her resume.